|Brand||PERSATUAN KESEDARAN KOMUNITI SELANGOR|
|Product / Service||EMPOWER|
|Category||B03. Social for Mobile|
|Entrant||M&C SAATCHI MALAYSIA Kuala Lumpur, MALAYSIA|
|Idea Creation||M&C SAATCHI MALAYSIA Kuala Lumpur, MALAYSIA|
|Farrokh Madon||M&C Saatchi||Chief Executive Officer|
|Yee Wai Khuen||M&C Saatchi||Creative Director|
|Two AM Music Studios||Two AM Music Studios||Music|
|Joshua Choo||M&C Saatchi||Art Director|
|Melinda Foo||M&C Saatchi||Copywriter|
|Theresa Arthur||M&C Saatchi||Account Director|
|Nazlishah Mohamad Yahya||M&C Saatchi||Photographer|
|Munching Studio||Munching Studio||Post Production|
We created a campaign on Instagram, one of the most popular social media platforms to show users the impact of being confronted by an online predator. We targeted relevant people and key opinion leaders to expose them to a potential cyber attack. By targeting these people, they were able to spread the message to their many followers and educate even more users on Internet safety.
We created three Instagram profiles to represent the most prevalent online predators – @a__paed0phile, @a__rapi5t, @a__stalk3r. We liked, followed and commented on pictures using relevant hashtags and location tags. The profiles targeted mothers who post their kids pictures, young girls who tag their current locations and provocative posts by young women. Once they check the profiles of the predators, our campaign message was revealed to be careful of what they post online. A link led users to social media tips, hosted by Empower. They were encouraged to share the message, giving the campaign its viral effect.
The campaign reached insta-fame in just two weeks. The campaign was seen by 368,000 people and shared by various Instagram celebrities, further promoting our cause to educate users on Internet safety.